JD Williams Spotlights the Rebellious Energy of Mid-Life Women in Empowering Campaign

JD Williams has partnered with creative agency Motel to launch their new ATL campaign platform ‘We See You’ after a competitive pitch process last year. The campaign launches on Monday 7th April as a 360’ campaign on TV, BVOD, OOH, Social and Programmatic Display.

The ‘We See You’ platform was created by Motel to enable JD Williams to continue to flip the script on midlife by better connecting to women’s true experiences of this stage of life.

Research showed that many women felt ‘forgotten, invisible and unseen’, so the campaign platform seeks to move away from the bland world of mid-life stereotypes and instead show these women how they see themselves, living their best lives, capturing her energy and rebellious spirit through a lens she is rarely seen through.

Directed by Octopus’ Vicky Lawton, the campaign focusses on seeing mid-life women authentically in numerous ways. From different perspectives with dynamic, bold visuals and angles, to unexpected and aspirational scenarios and fashion.

The film uses a bespoke remix of the iconic track ‘I See You Baby’ to play on the repetition of ‘I see you’ to encapsulate the energy and rebellious spirit that sits behind the ‘We See You’ platform.

The hero 30” spot opens on a stunning shot of a female leaning against an open top vintage car, content and assured as she adjusts and admires her outfit. As she lifts and turns her head we see a second female walking confidently towards the car, to the intro beats of our track, which is synced to kick in with the turning up of the car radio.

The film cuts to the duo walking alongside each other in gorgeously styled outfits, and as the camera pulls out we see they are accompanied by two friends. One of the group gets out their phone to document the occasion, but as she does a young female passerby offers to take the photo and the film switches to the phones’ point-of-view. The women fill the frame with their stylish and dynamic poses, showing off their outfits and personalities.

The film transitions to see the group enter onto a beautiful rooftop bar. As they arrive, the track ‘I See You Baby’ abruptly stops and the camera lifts to reveal JD Williams latest brand ambassador, Gok Wan, who is DJing, mesmerised by the women and smiles across at them to acknowledge them and their gorgeous outfits as he presses play and the track continues. The final moment is Gok with the group celebrating their confidence.

The OOH campaign visuals bring to life the simplicity and power in the confidence of our women through a series of solo and group shots. The OOH campaign will run nationally for a period of four weeks from April 4th.

The campaign also stretches to Social and Programmatic, running across YouTube, Facebook and Instagram.

Esme Stone, head of brand at JD Williams commented, “For too long, midlife women have been overlooked by fashion brands and misrepresented by society. It’s time to flip the script. Midlife isn’t about slowing down or feeling apologetic for wanting to feel seen – it’s about embracing a new chapter full of confidence, adventure, and self-assurance. Our 'We See You' campaign is about celebrating and empowering women who are rewriting the rules and embracing this vibrant life stage with unapologetic style and strength. Every piece has been curated to empower women to dress with confidence, embrace bold colours, and make a statement wherever they go.”

Motel creative director Beth Moss said, ”Mid-life women too often feel invisible especially in fashion, but with ‘We See You,’ we’re putting them front and centre—exactly where they belong. This campaign is all about celebrating the authentic confidence of women who know who they are and own it. We’ve embraced bold angles and a dynamic visual language to reflect how these women see themselves—not how society tells them to be seen. Paired with a fun yet provocative soundtrack, this is more than just a campaign, it’s a statement. We wanted to create something that truly resonates, and I couldn’t be prouder to bring this vision to life.”

Motel chief creative officer Lee Tan added, ”These women are living their best lives. It’s high time popular culture reflected that. It feels great to be part of something that finally shows them with all their attitude and swagger.”